The problem. Two reasons made it difficult to market the contraceptive pill in Vietnam. Strict legislation means you can not advertise any contraceptive brand on TV or print. Also the pill is still very much a taboo subject and girls can not easily talk about it in public or even with their families.

 

Solution. We invented Sarah Nguyen and her confidential and discrete website. Sarah would act as a confidante for the girls, and her site a place to get discrete advice, ask questions and where Mercilion can offer them answers. This TV introduces Sarah Nguyen as an answer to all the inner-thoughts and anxieties young women may have about starting a family.

 

 

The result of the TV spot was overwhelming- it resonated and engaged over a million young girls to want to contact Sarah Nguyen. The simple brand site had to be expanded to full serviced campaign site to cater for the vast amount of interest. Sarah became a real life confidante and advisor.